id8

BACKGROUND

Please describe your company and position.

I am the Head of Product Innovation & Marketing of a business services company 

Describe what your company does in a single sentence.

Financial and Locational Data and Insights for Retail

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire id8 to accomplish?

• Full rebanding
• Logo creation

SOLUTION

How did you find id8?

• Online Search
• Referral

Why did you select id8 over others?

• Pricing fit our budget
• Good value for cost
• Referred to me
• Alignment in Strategy and Creative Process

How many teammates from id8 were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

• Brand Strategy

1. Discovery Session
2. A consolidated, single discussion with six to eight (6-8) internal stakeholders*
3. Review of product strategy for future growth and provided research or SWOT analysis completed by ICI in advance
4. Define specific audience demographics (Who are your customers? Why are these customers receptive?)
5. Define that the strategy will look like o Right to Win o How to unify the brands under one message o Value Proposition - what is our competitive advantage o Meaningful for the right audiences (how do we win with and for the right people)
6. Answer these questions: o What is the motivation(s) to switch from another data provider to ICI? o What is the motivation(s) to search for a new provider? o How does ICI align our offerings with our customer wants?
7. Deliverable: Brand Strategy Document

• BRAND EQUITY ANALYSIS Exploration, research, and analysis to determine if the current brand has equity to move into varied markets. Specifically, the questions to answer are:

1. Using the Brand Equity Analysis process, answer the four (4) questions listed below: o Does the name (and the brand associated with it) have equity? o How do people feel about ICI (Creditntell, F&D Reports, ARMS, etc.)? o Can we maintain the name "Creditntell" and then sell various data services beyond the current sector? o Should we change the name (evolut ion) or revolution or not at all? o How can we improve our customer experience?

• Perform a Brand Review to understand the current positioning of the brand in the eyes of the business leaders***
• Build and execute the Brand Equity Survey to evaluate of consumer perception of your products and services. It is the perceived value in the hearts and minds of customers, and it is the measure of awareness, regard, relevance, personality and engagement. The survey will be sent to the employee base along with partners, vendors and potentially customers if needed. Additional questions to measure the pliability of the name and brand across other market segments and customers.
• Private Equity firm performed due diligence on all brands and products--this could perhaps be where brand equity, competitive analysis, and brand recommendations may reside. o Critical input into our refined scope. o Focus brand strategy and brand equity on growth markets (Financial sector), clients, and products o Utilize existing external customer survey/interview transcripts that private equity provides
•  ***Business Leaders: Three or four key individuals from ICI who are helping to tell us more about the structure of the business to better help create a customized survey. (Expect 1 meeting and 3 rounds of feedback of survey questionnaires)
• Collect and analyze Brand Equity Survey results, Private Equity research into a deliverable Brand Equity Analysis Results and Findings.
• Deliverable: Brand Equity Analysis Results and Finding report includes: critical takeaways, key insights, findings, analysis results, recommendations, & next steps.

1. BRAND BLUEPRINT (Positioning and Messaging) id8 will develop positioning and messaging to utilize when communicating about the brand. The Brand Blueprint is essential to define the company's position in the market place. This Brand Blueprint (positioning) should drive the naming. The naming is an expression of the brand value.
2. The brand blueprint includes:
3. Exploration, research, and analysis results in the brand's positioning statement
4. Competitive Matrix and window of opportunity
5. Customer Personas Defined • Brand position and core messaging for how to communicate internally and externally to specific audience types. The message will clearly separate the ICI brand from the competition and define the primary offerings in unique, concise language
6. Tone of Voice
7. Brand Advantages
8. Boiler Plate
9. Includes up to two (2) rounds of revisions on the presentation.
10. Deliverable: PDF Presentation to include Situation Summary, Point of Need, Competitor Themes, the Competitive Matrix, Audience Personas, Brand Positioning and Core Messaging, Tone of Voice, Brand Advantages, and Boiler Plate.

• BRAND IDENTITY PACKAGE id8 will develop a new brand identity package for ICI based on the information collected from discovery and creative direction. The process includes:

1. If possible, tours of the headquarters to understand the culture and what it feels like to be an employee
2. Brand family architecture (visuals) for the primary brand and divisions or new offerings
3. Creative exploration and ideation for concepts that support the business intelligence company's brand position and speaks to the target audience(s)
4. Creation of marks that emotionally connect with the biggest supporters of ICI bridging the past and the future together
5. Two (2) distinct designs and concepts for the primary mark (logo)
6. Exploration of fonts, style, colors, organization and layouts
7. Writing the conceptual thinking (story) supporting each logo concept
8. Comparative Matrix of Logos to see how the old and new logo will fit into the competitive environment 
9. Application of the brand into a corporate identity set (business card, letterhead, envelope, email signature, social/digital ID, folder)
10. Application of the brand into a "Brand Voice" micro-brochure ICI Brand presentation for committee and board (as necessary)
11. Includes up to two (2) rounds of revisions for each deliverable item
12. Final Logo in four-color process, spot colors, black and white, reversed white each provided as EPS (vector), PDF, JPG, PNG for print and digital.
13. TBD: Final sub-brand or master brand logo set for the business units or family of brands
14. Final press-ready artwork for a business card, letterhead, eletterhead, envelope, email signature, social/digital ID, folder
15. Final press-ready artwork of a "Brand Voice" micro-brochure utilized for internal communications about the new brand
16. Final multi-page presentation (PowerPoint) to communicate the story/launch of new brand
17. Presentation assistance/support to the executive team, as needed

• BRAND GUIDELINES id8 will develop guidelines for the product line for how to use the logo, fonts, colors, spacing, and style for future brand sustainability. The brand guidelines include:

1. Definition of appropriate fonts and font styles that can be used in branded materials in both print and digital applications
2. Rules for placement and usage of the logo on various materials
3. Identification of the spot colors, CMYK conversions, RGB conversions so that the logo has the correct color when seen digitally or in print 
4. Extensions of the brand
5. Secondary graphic elements and applications (colors, graphics, charts, fonts, colors and how to use them to achieve brand consistency in future marketing materials in both print and digital)
6. Deliverable: Multi-page PDF with guidelines for logo usage, color palette, acceptable fonts, secondary graphic elements, infographics/charts

• BRAND COMMUNICATIONS id8 will develop a strategy to launch, build, and sustain the brand with a strong sense of purpose.

1. Create a repeatable marketing and communications strategy for launching a new brand
2. Define objectives, goals, and specific tactics for six months prior to the launch through six months postlaunch (one-year period)
3. Tactics will address both the internal and external audiences along with How, When, Who to communicate the brand change (NOTE: This does not include a content calendar or media plan (paid and organic). Which would be included on a separate proposal.)
4. Deliverable: Presentation defining the communications strategy for a weekly calendar for six months that defines objectives, goals, and specific tactics for internal and external audiences. This includes activity, collateral pieces, purpose, timing/frequency, communication channels, and responsible parties.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Deliverables from SOW against calendar created at start of project

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Very responsive with delivery mostly on time. Biggest delays were on us, not id8. The team was very responsive and flexible in meetings and communications.

What was your primary form of communication with id8?

• Virtual Meeting

What did you find most impressive or unique about this company?

Attention to detail and follow-up. Great, consistent communication and welcomed creativity

Are there any areas for improvement or something id8 could have done differently?

Initial market research based on a better understanding of our products.

BACKGROUND

Please describe your company and your position there.

I'm the marketing manager for a large medical stop loss company.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire id8, and what were your goals?

We had id8 put together a 30 page booklet style report last year. We liked it so much and had great feedback from it that we decided to use them again for this year's annual report.

SOLUTION

How did you select this vendor and what were the deciding factors?

The president of our company raved about id8. I believe that our parent company Tokio Marine used them.

Describe the project in detail and walk through the stages of the project.

We give them data and they come up with a concept and present it to our group. Then they create graphs and put together the booklet. We go through a few revisions and then it's off to the printer. They send me a digital version so I can do email blasts around it.

How many resources from the vendor's team worked with you, and what were their positions?

We worked with three id8 employees. Senior Project Manager, Creative Director, Senior Graphic Designer.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

The crew was amazing to work with. Great communication. Excellent eye for detail. Very creative and really took the time to understand our data.

How effective was the workflow between your team and theirs?

The workflow has been very smooth. 

What did you find most impressive or unique about this company?

Their ability to take our data and make it into a journey.

Are there any areas for improvement or something they could have done differently?

Not at all.

BACKGROUND

Please describe your company and your position there.

I am the owner of Scott Litho, a third-generation trade printer in Georgia.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire id8, and what were your goals?

Website rebuild and security

SOLUTION

How did you select this vendor and what were the deciding factors?

I served on a volunteer board of trustees with Kriston.

Describe the scope of work in detail, including the project steps, key deliverables, and technologies used.

After a recent “hack” of our website and months of undelivered deadlines by another company to secure and rebuild our site, id8 stepped in to save the day! The team quickly understood the security we needed and the functionality we wanted our site visitors to experience. To keep the process progressing, they made on-the-spot creative decisions and the end result was exactly what we had envisioned!

How many people from the vendor's team worked with you, and what were their positions?

Julie Cofer, Creative Director

RESULTS & FEEDBACK

Can you share any measurable outcomes of the project or general feedback about the deliverables?

Thanks to id8, our website is back and better than ever.

Describe their project management style, including communication tools and timeliness.

The team is professional and explained each step of the project along the way.

What did you find most impressive or unique about this company?

The id8 staff recognized the value of having our website functioning as quickly as possible and made on-the-spot decisions to get us back up in a matter of weeks.

Are there any areas for improvement or something they could have done differently?

None.